Argentina: Introduced Bill on digitally retouched advertising (Bill No. 1181-S-2024)

On 10 July 2024, the Bill on digitally retouched advertising was introduced in the Senate of Argentina. The Bill regulates advertising that uses images retouched through digital tools or artificial intelligence, requiring that all such advertisements include a visible disclaimer stating that the image of the human person has been digitally retouched and/or modified. The Bill mandates that the disclaimer must be clear in graphical advertisements and displayed long enough in audio-visual advertisements for adequate public visibility. The Bill also provides that non-compliance would result in fines under the existing framework of the Consumer Protection Law.